| Today's Top Stories | | #1 | Bud Focusing Ads On Craft Beer Drinking Millennials
| | | After years of marketing to beer drinkers of all ages, Budweiser is planning to focus its marketing exclusively on consumers ages 21 to 27. Bud has lost market share to light beers over the years, but more recently is losing younger beer drinkers to the wide assortment of craft beers. Research shows that 44% of 21 to 27 year old drinkers today have never tried Budweiser. New ads will eliminate the Clydesdales and go for more themes that appeal to younger drinkers, and there will be an increase of sponsorships at live venues like concerts and food festivals.
Why This Matters: The beer maker has to be careful with its new marketing plans so it does not alienate its current older drinkers. Tony Ponturo, former Anheuser-Busch senior marketing executive tells the Wall Street Journal, "If you try to be too young and too hip, you lose your base. They'll say, 'That's not my Budweiser anymore.'"
A Take: WSJ
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| | #2 | ANA Survey Finds Ad Execs More Connected On LinkedIn Than Facebook
| | | While Facebook and LinkedIn tied in terms of the share (92%) of Association of National Advertiser members using them personally, LinkedIn users were more active (an average of 507 connections) than on Facebook (an average of 385 friends), according to a MediaPost report. Next in the order of popularity were Twitter (71%), Pinterest (55%) and Instagram (51%).
Why This Matters: LinkedIn is a business-oriented social network, while Facebook is more social, so it stands to reason that ad execs would want heavy industry connections and contacts on LinkedIn.
A Take: MediaPost
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| | #3 | Creative Agency Sid Lee USA Moves In With Client
| | | The Montreal-based agency, which opened a New York office two years ago, is going to set up a unit in the Culver City, Calif., office of one of its clients, men's health charity Movember Foundation, The New York Times reports. Sid Lee, whose clients include Adidas, Facebook and Intel, is handling Movember's account pro bono and will pay the foundation rent for the space. Sid Lee CEO Will Travis and Movember exec Mark Fewell have known each other for more than a decade.
Why This Matters: It is not unusual for an agency to embed an employee or two within a client's office, but not the entire agency. However Sid Lee is not a conventional agency. It is the only agency in the world that is partly owned by a circus, with live entertainment company Cirque du Soleil owning a 20% minority stake.
A Take: NYT
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#4 Snapchat Debuts New Ad Format Sponsored By Samsung During Live AMA Telecast (Ad Age)
#5 MLB In Advanced Talks To Hire Anomaly As Creative Agency (Adweek)
#6 Chase Airs First Apple Pay Commercial Following Creative Approval By Apple (Ad Age)
#7 Nintendo Has Most Attention-Grabbing Holiday Ad So Far: Ace Metrix (WSJ)
#8 GoDaddy's 11th Super Bowl Ad Features A Puppy (Ad Age)
#9 Waka Flocka Flame's Offbeat Pine Bros. Commercial Generates Buzz (WSJ)
#10 Corona Parent Ends Creative Relationship With Goodby Silverstein & Partners (Ad Age)
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|  | • 8.8
Dollars in billions projected to be spent on native advertising in the U.S. in 2018, according to an eMarketer report. That compares to $3.2 billion projected to be spent in 2014.
– Reported by eMarketer
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| | MBPT Spotlight | Advertisers: See Brands Through the Eyes of People, Not the Other Way Around
By Jonathan Hoffman, president, experience design, ZeroDot
Some years ago on a flight, my seatmate asked me what I did for a living. I told him I was president/CCO of an advertising agency. I was reasonably proud of my position, but he looked at me as if my dog had just died, and everyone knew about it but me.
"Advertising…" he fumbled, "does that even mean anything anymore? Is it still… relevant?"
He was making an observation based on personal experience and went on to tell me about his household—four kids, working wife, proliferation of personal technology, etc. In short, a "normal" successful family, the type of which all my clients paid us to connect their products to.
Except he seemed to be saying that, what with the explosion of media delivery methods and content models, increasing ability to opt-in or out, time-shift and block, coupled with limitless access to information, advertising was becoming even less relevant than it had ever been. And the giant sums paid for impact and awareness were, more than ever, wasted.
This was five years ago; the last ice age. Cue ominous music.
For a long time, I was already feeling a lot of what he so clearly stated. Simple observation in my own house told me something needed to change, and fast. By the time my kids were six or seven, they were ninja experts at avoiding or deleting the hundreds of millions of dollars companies spent to foist messages upon them.
How has a "completely reimagined" creativity, as Hoffman puts it, worked as a first step toward shifting the relevance equation? And why does "improving the value exchange between people and brands" become that much more important in the current climate?
For more, click HERE
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| | What They're Watching | BROADCAST RATINGS
AMAs Down From Last Year
ABC's broadcast of the 2014 American Music Awards was down 10% in total viewers and 16% in the demo from last year. America's Funniest Home Videos, which aired before the AMAs, was down 13%. ABC was the night's No. 2 broadcaster. NBC topped the night with Sunday Night Football's Dallas Cowboys-New York Giants matchup. CBS came in third. Newsmagazine 60 Minutes, preceded by NFL overrun, led off the night. Madam Secretary was up 20% from last week, The Good Wife was up one tenth of a point and CSI was even. Fox finished fourth as Mulaney made its first appearance in the 7:30 p.m. post-NFL time slot. The sitcom was down two tenths of a point from its last new episode, which aired at 9:30 p.m. Nov. 9. The Simpsons was down 47% from last week's episode, which followed football overrun. Brooklyn Nine-Nine was down 32% and Bob's Burgers was down 47%.
For more, click HERE
CABLE RATINGS
NFL Network Keeps Thursday Lead
The NFL Network's Thursday Night Football telecast was the night's top cable program, drawing a 2.7 rating with adults 18-49 and 7.6 million viewers. The matchup's post-game show had a 1.2 in the demo and 2.8 million viewers, while the pre-kick show had a 0.9 rating and 2.8 million viewers. Pawn Stars on History was the leading non-sports original program, with a 0.7 rating and 2.6 million viewers.
For more, click HERE
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| Overnight Ratings: Sunday, November 23
| | 7 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | CBS | NFL OVERRUN (7)
60 MINUTES (7:30) | 7.3
5.0 | 25.8
20.6 | | NBC | FOOTBALL NIGHT IN AMERICA | 2.9 | 8.5 | | ABC | AMERICA'S FUNNIEST HOME VIDEOS | 1.4
| 7.0 | | UNIVISION | AQUÍ Y AHORA
| 0.9 | 2.4 | | FOX | THE SIMPSONS (R) (7)
MULANEY (7:30) | 1.0
0.7 | 2.7
1.6 |
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | FOOTBALL NIGHT IN AMERICA (8)
NFL FOOTBALL (8:30) | 5.2
7.3 | 14.6
20.7 | | ABC | 2014 AMERICAN MUSIC AWARDS | 3.7 | 11.7 | | CBS | 60 MINUTES (8)
MADAM SECRETARY (8:30) | 2.8
2.0
| 16.2
13.7
| | FOX | THE SIMPSONS (8)
BROOKLYN NINE-NINE (8:30) | 1.6
1.5
| 3.5
3.0
| | UNIVISION | VA POR TI
| 1.0 | 2.6 |
| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | NFL FOOTBALL | 7.4 | 20.9 | | ABC | 2014 AMERICAN MUSIC AWARDS | 4.0 | 12.0 | | CBS | MADAM SECRETARY (9)
THE GOOD WIFE (9:30) | 1.5
1.4 | 11.4
10.8 | | UNIVISION | VA POR TI
| 1.2 | 3.1 | | FOX | FAMILY GUY (9)
BOB'S BURGERS (9:30) | 1.2
0.9 | 2.5
1.9 |
| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | | NBC | NFL FOOTBALL | 6.8 | 18.2 | | ABC | 2014 AMERICAN MUSIC AWARDS | 3.7 | 10.9 | | CBS | THE GOOD WIFE (10)
CSI (10:30) | 1.4
1.3 | 9.5
8.5 | | UNIVISION | SAL Y PIMIENTA
| 1.0 | 2.5 |
| | TOMORROW'S BIG RATINGS STORIES TODAY | • 'Major Crimes' Back On the Beat For TNT
The popular police drama begins airing the remainder of its season 3 episodes (9 p.m.) after a three-month hiatus. The Closer spinoff averaged 5.2 million viewers and a 0.9 18-49 demo rating in its recent summer run, higher than its second season averages of 4.5 million and 0.8 in the demo. The upshot: This summer, Major Crimes was the second-most-watched drama on cable and has already been renewed for a fourth season. It should pick up right where it left off.
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| • 'Booze Traveler' Joins Travel Channel
This new one-hour series (9 p.m.) will follow actor, adventurer and "cocktail connoisseur" Jack Maxwell as he samples drinks and talks with locals about their customs and cultures in different parts of the world. Travel Channel says Maxwell got some experience at a young age for this show by "shining shoes in neighborhood pubs and gin mills [in South Boston] where he would listen to the boozy tales that echoed above him." The upshot: The network says while the title stresses alcohol consumption, the show is also an education into the traditions of each country visited. They also hope it becomes a tradition with viewers.
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| • Nat Geo Samples New Meat and Greet Series
Nat Geo premieres the reality series Eric Greenspan is Hungry, starring the Los Angeles restaurateur (10 p.m.) whom the network describes as "one of the funniest, loudest, most innovative chefs on the planet." The vegetarian Greenspan and his carnivore costar, screenwriter Captain Mauzner, make off-the-beaten-path stops to sample local recipes around the U.S. The upshot: The program was originally titled Meat Heads before the network made a change. The premiere comes a day after Nat Geo concluded a six-part weekend series titled Eat: The Story of Food.
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Phone: 201-314-0424 | Send Email
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